Conversation-Based Pricing

WhatsApp will change from a notification-based pricing system to a conversation-based pricing structure starting February 1, 2022. Businesses will be charged per conversation, which includes all messages sent during a 24-hour session.

How it works

Two types of WhatsApp Business API conversations are available. They come in two price categories:

• User-initiated conversation: An initial conversation initiated by a user in response to a message. A user initiated conversation will occur when a business responds to a user in the 24 hour customer support window. Within this 24-hour customer service window, businesses can send unstructured messages.
• Business-initiated conversation: A conversation initiated by a business that sends a message to a user outside of the 24-hour customer service window. A message template is required for messages that start a business-initiated discussion.

All conversations are recorded in 24-hour blocks. Conversations begin when the first business message is sent in a conversation. This can be initiated by the business, or as a reply to a user’s message. Users and businesses can exchange unlimited messages within 24 hours without additional charges. One charge is charged for each 24 hour conversation.

The country code of the user is used to calculate charges for calls. This is the user that your company is communicating with. The rates for user-initiated or business-initiated conversations differ by country.

Download the individual rate cards below to find the country-to-region mapping for countries that have regional rates.